Regeneration in the North: Aviva Studios’ role in creating a cultural hub beyond the capital

Across the North of England, the creative landscape is thriving. In Sunderland, plans for a new film studio promise to inject £334 million annually into the local economy. In Newcastle, the Cultural and Creative Zone initiative is unlocking new opportunities for artists, musicians, and filmmakers. West Yorkshire continues to blaze a trail with Channel 4’s relocation to Leeds in 2018 and the upcoming National Poetry Centre. Meanwhile, Liverpool, a UNESCO City of Music, has unveiled four major musical projects, including an immersive visitor attraction. Together, these developments highlight the North’s pivotal role in shaping the UK’s creative future — a trajectory that shows no signs of slowing.

Yet among these vibrant cities, Manchester leads the way, cementing itself as a cultural powerhouse beyond the capital. Berlew’s recent Creative Funding Report ranks Manchester as the best city for creatives outside London, with £52,000 invested in creative initiatives for every 10,000 residents.

Aviva Studios: A catalyst for cultural growth

At the heart of Manchester’s cultural scene is Aviva Studios, home to Factory International, which opened its doors in October 2023. Named one of TIME magazine’s 100 best places to visit, the venue represents the largest national cultural investment since the Tate Modern. In just its first year, over 700,000 visitors have experienced its diverse offerings, from art installations to music and dance. Looking ahead, Aviva Studios will host a year-round programme as well as the Manchester International Festival biennially, cementing its status as a creative hub.

Factory International’s mission goes beyond entertainment — it’s about driving social change through arts and culture. With just 7.9% of creatives coming from working-class backgrounds, a career in the arts often feels unattainable for many aspiring Northern talents. Aviva Studios is tackling this disparity head-on, championing accessibility and inclusivity as the cornerstones of true regeneration. The arts need to be accessible to all, and Factory International is spearheading this movement to open doors for everyone, no matter their background.

This commitment extends to the Factory Academy, a groundbreaking training initiative offering free educational programs for future producers, technicians, and artists. To date, the Academy has seen over 1,000 aspiring creatives graduate, with the majority securing roles in creative industries. These pathways are vital for sustaining Manchester’s legacy of innovation, from its storied history in music and television to its emerging role as a global cultural hub.

Manchester City Council has also been instrumental in championing culture as a driver of regeneration, recognising its essential role in making the city an attractive place to live and work. Through strategic investments and partnerships like that with Factory International, the Council has consistently highlighted how culture enriches communities, enhances quality of life, and drives economic growth. Aviva Studios is a hallmark of this vision, with the Council’s support ensuring that Manchester remains at the forefront of the UK’s creative evolution.

A building that embodies Manchester’s past and future

The Aviva Studios site itself is steeped in history, standing where Granada Studios — once the beating heart of Northern television — produced iconic programmes like Coronation Street and The Royle Family. Flanked by the Museum of Science and Industry and the historic Liverpool Road railway station, the venue bridges Manchester’s industrial past and its creative future.

Aviva Studios’ design and location make it a microcosm of Manchester’s regenerative journey. Its exterior façade fuses concrete with industrial, corrugated iron — a nod to the city’s history as the birthplace of the Industrial Revolution. The 19th-century redbrick railway arches are incorporated into the building and its social spaces combine exposed concrete and steel with Ben Kelly’s signature stripes and industrial orange, inextricably linked to his now-iconic work designing Manchester’s Haçienda nightclub; of course, the name “Factory International” is inspired by Factory Records, the Haçienda’s owners. Aviva Studios’ design highlights how Manchester is actively building on its history, and it is an obvious physical embodiment of the city’s regeneration.

The St John’s district: A thriving creative ecosystem

Amid this heritage, the St John’s district is taking shape. Anchored by Aviva Studios, this £1 billion investment is transforming the area into a creative hub with theatres, art galleries, and television studios. Coupled with the innovative work at MediaCityUK, Manchester’s cultural prominence continues to rise, drawing comparisons to global creative capitals.

Already, Aviva Studios has hosted internationally acclaimed events, from the MTV EMA’s 30th-anniversary exhibition to groundbreaking performances like Laurie Anderson’s ARK: United V and David Hockney’s immersive Bigger & Closer (not smaller & further away). Its versatility has made it a destination for artists with bold visions, solidifying its role as a catalyst for creative ambition.

As Manchester’s skyline evolves, so too does its identity. Investments in creative institutions like Aviva Studios, MediaCityUK, and Co-Op Live are shaping an international reputation that builds on the city’s rich cultural legacy.

A bright future for the North

The North, long celebrated for its resilience, humour, and ingenuity, is now a beacon of creative regeneration. Through strategic investments in infrastructure and talent, cities like Manchester are proving that the UK’s cultural future extends far beyond London. With organisations like Factory International at the helm, and support from local councils that understand the transformative power of culture, the North’s creative scene is not only thriving — it’s redefining the narrative.